Ad Formats

Responsive Search Ads

In short

Responsive Search Ads (RSA) are Google's standard ad format where you enter up to 15 headlines and 4 descriptions — Google automatically tests the best combinations.

In-depth guideWriting Google Ads Copy That Converts: Practical Guide 2026Read the article

What Are Responsive Search Ads?

RSAs are the only available search ad format since 2022. You enter up to 15 headlines (30 chars each) and 4 descriptions (90 chars each). Google tests combinations automatically.

Best Practices

Use all 15 headline slots
Vary USPs, CTAs, keywords, and offers
Pin your most important headline to position 1
At least 3 headlines should contain the main keyword

Ad Strength: Aim for at least "Good" rating. Create 2-3 RSAs per ad group with different messaging approaches.

Further resources

Frequently Asked Questions

Google recommends 1, but 2-3 with different approaches gives more comparison data. Pause the weakest after 4 weeks.

Related Services

Google Ads Management

Professional campaign management for maximum ROI.

Related Terms

Ad Groups

Ad Groups are the organizational level within a campaign that bundles keywords, ads, and bids by theme.

Click-Through Rate (CTR)

Click-Through Rate (CTR) indicates how often users click your ad after seeing it. It is calculated as: Clicks ÷ Impressions × 100.

A/B Testing

A/B Testing compares two variants (e.g., ad copy, landing pages) against each other to determine the better version based on data.

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